Good Friction
Logo & Brand Identity for a CX Lab
Good Friction was created as a modern CX lab for DTC brands, built around the idea that not all friction is negative. The brand needed a logo and brand identity that could express a productive tension between human empathy and technical structure. The goal was to create a visual identity that felt strategic, digital-first, and highly scalable across modern brand touchpoints, while giving the business a clear and memorable presence from the start.
Tools & Process
The project began with the client’s early exploration of circle and square relationships, supported by a red and blue visual direction. From there, I developed a more refined logo system that moved beyond simple overlap and into a stronger, more ownable brand mark. Using Adobe Illustrator, I shaped the final symbol around the interaction between a rounded diamond form and a circular element, creating a visual language that suggests structure, movement, and constructive friction. I also built the supporting wordmark, color palette, and a concise mini brand guide to make the final identity feel cohesive and ready for digital use.
Brand Strategy
The strategic focus was to create a logo design that felt intelligent and modern without becoming overly cold or generic. The red form brings confidence, structure, and directional energy, while the blue circular form introduces softness, balance, and a more human quality. Their interaction became the core of the identity, representing the point where clarity, empathy, and systems thinking meet. The final brand identity system was designed to feel distinctive in digital environments while remaining flexible enough for icons, lockups, headers, and future UI-led brand applications.
Deliverables
The final deliverables included a complete logo and brand identity system for Good Friction, featuring the primary logo, secondary lockups, icon-only version, wordmark, color palette, typography direction, and a three-page mini brand guide. I also prepared the final assets in organized source and export formats for practical use across web, digital, and brand presentation contexts. The result is a focused branding system that gives Good Friction a clear and recognizable foundation as it grows.
Looking for a similar design service?
If you’re interested in a logo and brand identity design like this project, you can order a similar package directly through my Upwork Project Catalog.